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Artificial intelligence and social media: an exciting future

Artificial Intelligence and Social Media: a rocket flying out of a blue planet in a galaxy
Artificial Intelligence and Social Media: a rocket flying out of a blue planet in a galaxy

The fields of artificial intelligence and social media are converging in new ways. The future of social media will change thanks to the appearance of uses never seen before. Here we will take a basic overview of what changes you should be expecting.

Artificial intelligence is a branch of computer science that can build smart machines capable of performing tasks that usually require a human being. It has multiple approaches, as it is merging itself with other fields. Artificial intelligence and social media are one of the main approaches.

Decades ago, Alan Turing changed history with the simple question: “Can machines think”? The answer is yes, from SIRI to self-driving cars, artificial intelligence is progressing rapidly. And it is not just robots with human appearance, artificial intelligence has a huge range from a search engine to an Instagram filter. One of the most interesting things artificial intelligence can do is predict: thanks to the analysis of large sets of data, artificial intelligence can predict and improve its predictions as more data is analyzed. These predictions will change the future by helping social media managers to know what will trend in their platform, or advertisers to know which strategy will get them more income.

Social media plays an essential role in many people’s life. Social media enables people to discover, learn new information, share ideas, interact with people. It has made communication much easier in any of its forms.

  • Nowadays above 85% of all businesses have a dedicated social media platform as part of their marketing strategy.
  • Nearly 58% of businesses that have used social media marketing for over 3 years and have reported an increase in sales during this period.
  • Almost 60% of marketers are devoting the equivalent of a full workday to social media marketing for development and maintenance.

For example, to understand the importance of social media of the companies, in 2018 companies destined 20% more of their revenues to it. Artificial intelligence and social media have already converged since the way our social media works is already affected by artificial intelligence. Thanks to the infographic below you will see some simple changes from the point of view of the social media creator or manager (a company or an influencer) and the point of view of the social media user or consumer (any normal person using it).

Orange rocket flying out of a blue planet in a galaxy
Orange rocket flying out of a blue planet in a galaxy

Artificial Intelligence and social media: deeper information

From the point of view of the social media creator or manager, we have three new techniques.

The first is social creation and management. Marketers spend a lot of time creating content for social media distribution and then managing that content. There are many traditional tools to help marketers, but AI takes it further. New tools are emerging, tools that make able the auto-generation of content throughout all social media platforms, thanks to artificial intelligence. Artificial intelligence can create, share, and manage content in minutes. Image recognition is a technology that helps artificial intelligence to identify a brand’s image and help to its exposure and allow better metrics, increasing engagement. Content can also be fixed by social media, for example to auto-crop images to help businesses determine what consumers tend to fixate on, to post more engaging photos on social media.

The next technique is social insight. That data, properly applied, allows artificial intelligence and social media tools to help you track your global brand equity, find emerging consumer trends, find new audiences to target, keep tabs on brand reputation, and identify promising new avenues for social media promotion. It helps the company to fight its competitors by analyzing their data, it helps to identify new trends that may come, to find digital influencers to know whose people content is shared the most; or to know when is the ideal time to post.

The last technique is social media advertising. Marketers need to spend tons of time analyzing and deciding every single detail of their ads. But artificial intelligence can analyze brands and consumers to create the most efficient ads for the future. Artificial intelligence tools exist today that will write Facebook and Instagram ads for you. The ads are optimized for clicks and conversions, thanks to artificial intelligence’s ability to predict at the scale which language will improve results.

Four IA techniques for social media management

From the point of view of the social media user or consumer, we have four techniques.

The first technique in this category is the user recommendation. It is a common thing on Youtube to watch a video, and then get a recommendation of another one that captures your attention. It feels like Youtube knows what you like. Or even with TikTok, that constantly shows you videos that you find funny or interesting, making you spend more time than you realize. User recommendation uses artificial intelligence and social media tools to analyze the content you consume, then create patterns and algorithms to show you specific content for you. Users are then classified into different groups based on their interests, and marketing companies can both create more engaging content based on your preferences, and ads that will catch your attention.

Next, we have image recognition. More than just images, artificial intelligence can identify things. From objects to faces, identifying elements help to many processes. For example, face identification helps Facebook to auto-tag you on pictures, or Instagram to create filters for your stories, or Google to identify someone in a picture and then show you more pictures of that person.

The next technique is sentimental analysis. Artificial intelligence is going to be able to understand feelings. Hypertext will enable artificial intelligence to grasp from within the words the actual feeling of the message. Identifying positivity, negativity, happiness, sadness… This can help the relationship between companies and consumers when for example you leave a comment in their profile complaining about something, artificial intelligence can identify your feelings and then help the company to accurately respond to your comment.

Lastly, we have search engines. Instead of typing many keywords to get to the content you are interested in, artificial intelligence will keep on improving search engines for you instantly get to the content you want. The search engine will have a better understanding of each website’s relevance to a keyword for a specific searcher.

This infographic is meant to make you feel prepared for the future ahead, as a basic overview of the changes to expect. But there are still many new interesting changes to come, share with us what changes are you most excited or worried about!

Acerca del autor

Luis Sánchez Gil

Student of digital communication, public relations and advertising at CEU San Pablo University in Madrid, Spain.

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